Tinder expands presence in Australia and Asia with new marketing hires

The dating app is aiming its marketing at Gen Z

Tinder has hired three new marketing executives as it continues to expand across Australia and Asia.

The dating app has appointed Kristen Hardeman as the new country manager of Australia, as well as Hiroko Kujime and Giuliano Octavianos as marketing and business development managers in Japan and Indonesia respectively.

Hardeman will be responsible for overseeing marketing operations in Australia and building the brand strategically in market. Kujime and Octavianos will develop and execute strategic marketing initiatives for Tinder and optimise local campaigns for brand growth across Asia.

Prior to joining Tinder, Hardeman led consumer marketing for Intel Australia for five years, where she used marketing initiatives and strategic partnerships with the Sydney Opera House and Vivid Sydney to grow the brand and reach new audiences.

Hardeman also has extensive experience leading accounts at notable creative agencies in Sydney and New York including The Monkeys, Saatchi & Saatchi, and JWT. She worked across a broad range of sectors from technology to entertainment, banking, not-for-profit, FMCG and new business.

“When Tinder entered the market six years ago, it completely changed how people meet and date all over the world,” Hardeman said.

“I’ve been able to see first-hand how it has impacted social culture here in Australia and I couldn’t resist the opportunity to join such a trailblazing brand.”

Tinder CMO, Jenny Campbell, said as a brand that is at the intersection of culture and dating, Tinder was eager to find someone who understands the mindset of the Gen Z audience and who can help it reach them in an authentic way.

“Kristen’s background in creating unique experiences and strategically marketing to new audiences for the Australian market made her the perfect choice for the country manager role at Tinder,” she said. 

Launched in 2012, Tinder has people in more than 190 countries around the world swiping right to connect with others. Each day, 26 million matches are made on Tinder with more than 30 billion matches made to date.

In December 2014, Tinder had zero paying members but now boasts of more than four million subscribers, making it a top five grossing non-gaming app globally.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in